Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run

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Unintended effects of targeted advertisements : a test on Sarawakian Chinese / Ernest Cyril De Run

The purpose of targeted advertising is to transmit a message from a sender directly to an intended, pre-chosen, and segmented audience who should prefer the targeted communication and respond favorably towards it. However, there is always the potential for other non-targeted groups to view the adver...

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Bibliographic Details
Main Author:	De Run, Ernest Cyril
Format:	Article
Language:	English
Published:	Faculty of Business and Management ; UiTM Press 2007
Subjects:	Sarawak
Online Access:	https://ir.uitm.edu.my/id/eprint/11438/

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